Hyundai Reveals All-New Assurance Connected Care Campaign Featuring Remixed Bob Marley Track
Stephen Marley's Remix of "Three Little Birds" is the Anthem for Hyundai's New Campaign
COSTA MESA, CA--May 14, 2013: Building on its tradition of supporting innovation in music, Hyundai today unveils a new campaign for Assurance Connected Care with an all-new remix of "Three Little Birds" created by Bob Marley's son and ten-time Grammy winner, Stephen Marley. Hyundai's past music-focused programs include the RE:GENERATION Music Project featuring Skrillex and members of The Doors, partnering with the Flaming Lips for the Super Bowl and most recently the GRAMMY's Center Stage project. Hyundai is now continuing its commitment and support of innovative music initiatives by working with Universal Music Enterprises and the Bob Marley family on the Legend: Remixed project.
Legend: Remixed is an inspired new spin on the Bob Marley classic Legend album with electronic dance music's biggest names and producers re-imagining classic Marley tracks. The fourth track on the album, "Three Little Birds," was remixed by Stephen Marley and DJ/producer Jason Bentley. This iconic Marley track will serve as the worry-free anthem for Hyundai's new Assurance Connected Care program, a new suite of features that allows drivers to feel safe and secure and enjoy a stress-free ownership experience. Prior to its television debut, "Three Little Birds" will be available starting May 14 for free download to the first 15,000 fans through Hyundai's Facebook and YouTube channels and also available for sale through all digital retailers.
"'Three Little Birds,' a true Bob Marley classic, is the perfect anthem for Hyundai's Assurance Connected Care -- you don't have to worry about a thing," said Steve Shannon, vice president, Marketing, Hyundai Motor America. "Assurance Connected Care was inspired by actual customer experiences -- we listened to customer needs and developed tools and applications that would simplify car ownership. With Assurance Connected Care's maintenance and safety features, your car takes care of itself and it takes care of you."
The campaign breaks with a 30-second spot titled "Signs" which features the Hyundai Santa Fe, Sonata and Veloster. The execution takes viewers past typical road signs, but instead of the usual warnings, the signs feature worry-free sayings and helpful reminders like "Got your back," "Care free lane ahead," or "It's all good." An additional three 15-second spots each highlight a key Assurance Connected Care feature -- Monthly Vehicle Service Report, Maintenance Alert and Automatic Collision Notification. Creative was developed by Hyundai's agency of record, INNOCEAN USA, and directed by Philippe Andre.
The Legend: Remixed album is a collection of remixed Bob Marley classics from the reggae icon's Legend album. The tracks were remixed by renowned artists including Ziggy Marley, Stephen Marley, RAC, Nicodemus and others. The full Legend: Remixed album will be released this summer by Island/Tuff Gong/UME.
Hyundai also supported the creation of the "Making of Legend: Remixed" documentary, a short film about the creation of the new album including interviews with the Marley family and the musicians involved.
"Three Little Birds" is widely considered one of Bob Marley's most iconic songs. In 1984, the song was included on Legend, which is now the No. 1 selling reggae album of all time and one of the biggest selling albums of any genre in history. The collection received a RIAA Diamond Award (ten times Platinum) in the U.S. and sold 25 million copies worldwide.
"Bob Marley remains one of the world's most important and influential artists and with Legend: Remixed, his music will continue to live on and inspire new generations of music fans," said Bruce Resnikoff, President/CEO, Universal Music Enterprises. "Our relationship with Hyundai is truly special as their Assurance Connected Care message 'don't worry about a thing' is perfectly echoed in the new Marley remix of the iconic 'Three Little Birds' track. This innovative campaign serves as a new way the Marley family can share his music with a broad national audience."
Assurance Connected Care is a suite of safety and maintenance features that now comes standard for three years on all Blue Link equipped vehicles. The new program will provide free proactive safety and car care telematics services including automatic collision notification, SOS emergency assistance, enhanced roadside assistance, monthly vehicle diagnostics reports and maintenance alerts. Assurance Connected Care makes Hyundai the first manufacturer to include built-in safety and vehicle maintenance services standard for three years.